StoryFutures China: UK-China Transnational Strategic Partnership for Immersive Storytelling in Museums and Cultural Institutions

StoryFutures China：中英博物馆和文化机构沉浸式故事讲述跨国战略合作伙伴关系

• 批准号: AH/T011394/1
• 负责人: Vanja Garaj
• 金额: $ 61.62万
• 依托单位: Brunel University London
• 依托单位国家: 英国
• 项目类别: Research Grant
• 财政年份: 2020
• 资助国家: 英国
• 起止时间: 2020 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=AH%2FT011394%2F1
• 关键词: StoryFutures; China; UK; Transnational; Strategic

StoryFutures China brings together two of the world's leading cultural institutions - The National Gallery in the UK and Shanghai Science and Technology Museum in China - to research, prototype and develop immersive storytelling experiences that both enhance visitor experiences on-site as well as allow for the Gallery and the Museum to take experiences to the audience, wherever they are in the world. This groundbreaking collaboration will create two audience-facing immersive prototypes, one at each location, that are specifically designed to speak to local audiences as well as travel to their counterpart institution in the UK or China. In so doing, StoryFutures China will facilitate a new level of cultural exchange between the two countries by promoting an approach to visitor experiences that has the international visitor in mind as much as the nation's citizenry. Themed around a concern with "art in science" and "science in art and", this collaboration will enhance and translate artworks and historical artefacts for visitors by using immersive technologies to provide additional layers of informational depth and emotional engagement by revealing the stories behind some of each countries' national treasures. This project addresses major challenges for both the UK's and China's creative and cultural industries by examining how the disruptive capabilities of immersive technologies can be harnessed to produce new audience experiences, business models and cultural value that can drive economic growth in both countries. It draws on the unique strength and position of the successful StoryFutures project, funded by the UK's Industrial Strategy Challenge Fund, including a well-established collaborative model with The National Gallery, to promote an open innovation approach to developing immersive storytelling prototypes that respond to clearly identified audience behaviours and needs. By utilising StoryFutures' open innovation framework, this project will introduce novelty into large organisations' supply chains, develop new business models and create immersive prototypes that can be experienced and tested by thousands of visitors to promote better understandings and cultural exchange between countries. Moreover, the prototypes will stand as "use cases" for future collaborations between the UK and China and, within each country, represent scalable opportunities for the growing visitor experience economy at cultural and commercial institutions. In so doing, the project underscores the role of cultural institutions in promoting growth and innovation in the wider creative economy. By focusing on the themes of "art in science" and "science in art", StoryFutures China develops an area of major concern in both museums and art galleries, brokering a relationship that is collaborative rather than competitive. By bringing together cultural institutions from across sectors, the project will promote best practice and knowledge exchange in how best to harness the disruptive technologies of AR, MR and VR for visitor experiences and how to reach audiences away from the physical location of each institution. The project draws on the world-class research in design at Brunel, storytelling and audience insight at Royal Holloway and the long-standing expertise in the immersive tech by Shanghai Foremost Group. In particular, it builds on the success of the Virtual Veronese prototype developed by StoryFutures and The National Gallery: the insights from this project revealed that whilst an experience could uniquely blend the physical and the digital for visitors on site in the use of AR, the potential for VR was to take the Gallery to the audience wherever they may be.

StoryFutures China 汇聚了两家世界领先的文化机构——英国国家美术馆和中国上海科技馆——共同研究、原型设计和开发沉浸式讲故事体验，既能增强游客的现场体验，又能为观众带来更多体验。画廊和博物馆为世界各地的观众带来体验。这一突破性的合作将创建两个面向观众的沉浸式原型，每个地点一个，专门设计用于与当地观众交谈以及前往英国或中国的对应机构。通过这样做，StoryFutures China 将通过推广一种既考虑到国际游客又考虑到本国公民的游客体验方式，促进两国之间的文化交流达到新的水平。此次合作以“科学中的艺术”和“艺术中的科学”为主题，将通过使用沉浸式技术，通过揭示某些艺术品和历史文物背后的故事，提供额外的信息深度和情感参与，为参观者增强和翻译艺术品和历史文物。各国的国宝。该项目通过研究如何利用沉浸式技术的颠覆性能力来创造新的观众体验、商业模式和文化价值，从而推动两国的经济增长，从而解决英国和中国创意和文化产业面临的重大挑战。它利用了成功的 StoryFutures 项目的独特优势和地位，该项目由英国工业战略挑战基金资助，包括与国家美术馆建立的良好合作模式，以促进开放式创新方法来开发沉浸式讲故事原型，这些原型能够清晰地响应识别受众的行为和需求。通过利用StoryFutures的开放创新框架，该项目将为大型组织的供应链引入新颖性，开发新的商业模式并创建可供数千名游客体验和测试的沉浸式原型，以促进各国之间更好的理解和文化交流。此外，这些原型将作为英国和中国未来合作的“用例”，并在两国内部为文化和商业机构不断增长的游客体验经济提供可扩展的机会。通过这样做，该项目强调了文化机构在促进更广泛的创意经​​济增长和创新方面的作用。 StoryFutures China以“科学中的艺术”和“艺术中的科学”为主题，开拓了博物馆和美术馆共同关注的领域，建立了一种合作而非竞争的关系。通过汇集跨部门的文化机构，该项目将促进最佳实践和知识交流，以了解如何最好地利用 AR、MR 和 VR 的颠覆性技术来实现游客体验，以及如何接触远离每个机构物理位置的观众。该项目借鉴了布鲁内尔大学世界一流的设计研究、皇家霍洛威学院的故事讲述和观众洞察力以及上海福茂集团在沉浸式技术方面的长期专业知识。特别是，它建立在 StoryFutures 和国家美术馆开发的 Virtual Veronese 原型的成功基础上：该项目的见解表明，虽然使用 AR 可以为现场游客独特地融合物理和数字体验，但VR 的潜力在于将画廊带到观众身边，无论他们身在何处。